What if your brand strategy is missing the one thing that actually builds trust? In this episode of Her Business Playbook, we sit down in New York City with Rachel Friedman, Founder and CEO of TENFOLD and TENSPACE, to explore how immersive brand experiences are redefining the way companies connect with their audiences. Rachel doesn’t just build campaigns; her team architects experiences that transform engagement into loyalty and attention into long-term growth. In this conversation, she shares:
- The founding story behind TENFOLD and what sparked its creation
- Why traditional marketing campaigns are no longer enough
- How immersive brand activations deepen customer connection and trust
- A behind-the-scenes look at a dynamic brand experience with Nature Made
- The strategic link between experiential marketing and sustainable business growth If you’re a founder, marketer, or brand leader looking to elevate your strategy, this episode will challenge how you think about engagement and show you what’s possible when brands create moments that truly resonate.
Major Subject Timestamps:
[00:00] – Quick-Fire Questions: Rachel shares her preferences on brand storytelling vs. imagery, experience-first products, and the impact of big launches.
[01:00] – Early Inspirations: How her childhood interest in design and problem-solving led to a career in strategy and branding.
[02:16] – The Leap to Entrepreneurship: Rachel discusses her transition from a workplace designer to founding two companies (TENFOLD and TENSPACE) and the need for creative control. Brand Strategy & TENSPACE Concept
[04:12] – The "Maverick" Persona: Why TENSPACE is considered a Maverick brand and the challenges of selling a concept that doesn't have traditional metrics.
[05:44] – Overcoming Obstacles: Dealing with the fear of "what if people don't get it?" and finding that consumers actually embrace the concept more easily than traditional retailers.
[07:12] – Building Trust Quickly: The necessity of earning client trust within tight 2-month activation timelines. Growth & Scalability
[09:11] – Driving Strategic Growth: Focusing on differentiation and being a "thought partner" rather than a "fast follower" to help brands win and scale.
[10:24] – Client Acquisition & Referrals: How deep relationships with existing clients and private equity firms drive organic growth. Designing Immersive Experiences
[11:34] – Must-Have Elements for Brand Experience:
[12:18]. The Experiential Hook: Creating a visually stunning "wow" moment to draw people off the street
[13:18] The Journey: Designing discoverable layers that allow for self-directed exploration.
[14:02] Philanthropy & Personalization: Incorporating social impact and giving guests a "voice" (e.g., the butterfly wall). Leadership & Future Outlook
[15:06] – CEO Lessons: The importance of leading with passion and building confidence within the team to execute new, high-risk ideas.
[16:04] – What’s Next for TENSPACE: Plans for scaling into other markets like Miami, LA, or Austin, and leveraging sports sponsorships with brands like Nature Made. Presented in partnership with the Columbus [Ohio] Chamber of Commerce, The Her Business Play podcast shares strategies from female-founded and led brands.
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